PCS wins contract for new Holland & Barrett loyalty Scheme

  • by Extra Mile
  • 30.09.2011
  • Case Studies

Plastic Card Services (PCS) has won a contract to produce five million cards for Holland & Barrett’s new loyalty scheme.

The scheme, called ‘Rewards for Life’, will be rolled out across the UK from today.

The Cheshire-based card manufacturer will produce loyalty cards and key fob cards, which customers need to present at point of sale to get points on their purchases.

PCS worked with the UK’s leading health food retailer earlier in the year, producing the cards for a pilot across 40 selected stores in the Midlands, Yorkshire and Lancashire. The trial proved to be an overwhelming success with an estimated 200,000 customers signing up to the programme in its first 19 weeks.

Rob Nicholls, Managing Director, PCS, said: “I am delighted that our partnership with Holland & Barrett has extended to a nationwide roll out of the ‘Rewards for Life’ scheme. The success of the pilot reinforces the popularity of the store and its products, and it is great that everyone can now benefit.”

The ‘Rewards for Life’ programme is free for customers to sign up to and will offer four points for every £1 spent in store, online and via direct mail. The points can then be turned into coupons which customers can spend in store.

Phil Geary, Group Marketing Director at NBTY Europe, Holland & Barrett’s parent company, said: “This is a very exciting time for us as a business with a forecast of 2.5 million customers having a Rewards for Life card in the programme’s first year alone. Rewards for Life is one of the highest reward schemes on the high street with no other retailer offering more points per pound spent. In the longer term this is a fantastic opportunity for us as a business to analyse how Holland & Barrett customers shop to help us to target offers that are relevant to them.”

In addition to the traditional loyalty card, PCS will produce five million key fob cards for the scheme. The popularity of key fobs is growing and PCS has recently invested £200,000 in specialist key fob card equipment to increase its manufacturing capacity in this area.

Nicholls added: “There has been an increase in loyalty schemes in general among retailers, as they look at more ways of attracting and retaining customers, at a time when many shoppers are curbing their spending. A major development for us has been the addition of key fob cards as an extension to the traditional loyalty scheme, and our investment in a new punch system specifically for this product could not be more timely.”

Holland & Barrett has over 625 stores in the UK and Ireland as well as stores in Cyprus, United Arab Emirates, Malta and Singapore.